Game analysis in a supply chain with a fair caring and service providing retailer

Service is becoming the most key factor that influences the competitive advantage and system performance of a supply chain. This paper studies a supply chain consist of one supplier and one retailer in which the additional service can be offered by the latter to its customers to increase the demand and improve the system performance. Assuming the retailer is fair concerned, this article studies and compares results from three channel scenarios, Manufacturer Stackelberg, Retail Stackelberg and Vertical Nash. We discuss their optimal decisions and study how the retailer´s behavior of fairness concerns influences the service contract and coordination of supply chain.